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Is AI compromising our curiosity?
As AI becomes increasingly prominent in our lives, it is time for comms professionals to consider the impact on creativity and curiosity. ...Read more
As a long-time fan, I was delighted to see that Greggs the Baker had recently hit £1bn in revenue. As a brand with ballsy comms, solid stunts and tasty baked goods, the recognition is well-earned. Now, over the course of our years in PR, we’ve come across many a high-growth firm and even represented our first travel service unicorn, Klook, last year.
At the same time, many of our firms are born and bred in the grass roots. Workplace advice platform Rungway is a bootstrapped startup that now works with some of the biggest names in the industry, from Barclays to Working Chance. Tenacious brands that start from the ground up and become incredibly successful are often known as cockroaches – it doesn’t sound glamorous but they can survive anything! Historically, cockroaches take longer to establish themselves, but their progress is built on slow, sustainable growth – like threat analytics firm FireEye, or security vendor Lookout. They’re not large splashy names, but brands known for solid quality and disruptive technology.
Clearly, every brand is unique, but we have seen a range of similarities and differences in how the two types of organisation do and should communicate. Here’s a run-down of the most common ones.
Whether you’re from a tiny tenacious cockroach company or a glamorous glittering unicorn firm, there are pros and cons to business life. Every company has something unique about it, but it can often take a fresh pair of eyes and ears to root out the story; that’s where communications staff can play an invaluable role. Similarly, it’s crucial to revisit this exercise from time to time – companies have lives of their own and what makes them different can change depending on factors like leadership, office space and commercial proposition.
The important thing is to understand the things that make your company special – and believe me, it’s special – and shout them from the rooftops.
- This piece originally featured on Marketing Tech
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